In this Learning Unit we are going to analyse three important factors in e-marketing: how to segment the markets, how the image of our country can affect our online market and how we can adapt our site and business philosophy to the different idiosyncrasies of countries by means of intercultural management.
Learning Unit Summary
Today’s markets are more volatile than before and possibly the traditional ‘mass media’ advertising focus is no longer appropriate. One option is to attack different niches of the market where we are able to satisfy their needs and wants.
This is possible with market segmentation i.e., dividing the market into groups of potential clients with similar needs and profiles and which present similar buying habits. The image of a country as a brand name has to be borne in mind when developing a marketing plan.
Unquestionably, one of the parameters that distinguishes countries from each other is their culture. Each country has its own culture, which the e-marketing manager should be familiarized with and above all respect.
- Country’s Image
- Intercultural Management
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